Kopi Kenangan is no longer selling just coffee. In July 2026, the Indonesian coffee brand officially introduced NCT’s HAECHAN as its newest Brand Ambassador, bringing together coffee culture and the strong influence of K-pop fandom. To celebrate the collaboration, Kopi Kenangan launched its “A Sip of Sunshine” series, featuring Korean Banana Latte, Banana Americano, and Banana Choco.
The collaboration reflects how brands are increasingly looking beyond traditional advertising. Instead of simply promoting a product, Kopi Kenangan connects its brand with HAECHAN’s image, personality, and fan community. HAECHAN represents the cheerful and positive image that Kopi Kenangan wants to communicate to its customers, creating an emotional connection beyond the product itself.
What Makes the Collaboration Attractive
Fandom as a Marketing Community
One of the biggest strengths of this collaboration is the strong community behind HAECHAN. K-pop fandoms are highly active on social media and often share their experiences, purchases, and collections online. This allows fans to become part of the marketing process themselves.
Instead of relying only on advertisements from the brand, fans can create their own content through photos, videos, reviews, and posts about the collaboration. This creates organic exposure and allows the campaign to spread naturally among consumers.
Turning Products Into Collectibles
Kopi Kenangan also makes the collaboration more than just a menu launch. Throughout the campaign, customers could receive special merchandise such as cup sleeves, photo strips, stickers, postcards, and photocards through selected purchase bundles. Some of these offers were also available in limited quantities.
This creates an additional reason for fans to purchase the products. The drink becomes more than something to consume; it becomes part of the experience of supporting their favorite artist.
Emotional Connection Through Celebrity Marketing
Celebrity collaborations can help brands build an emotional connection with consumers. In this case, HAECHAN is not only used as a recognizable face for Kopi Kenangan, but also becomes part of the story behind the campaign.
By connecting HAECHAN with the idea of “A Sip of Sunshine,” Kopi Kenangan associates the campaign with positive emotions such as happiness, warmth, and excitement. This makes the product feel more personal and memorable to fans.
Impact & Results
The Kopi Kenangan x HAECHAN collaboration shows how fandom can become a powerful marketing tool. The campaign combines a popular celebrity, limited-edition products, social media engagement, and collectible merchandise to create an experience that encourages consumers to participate.
The strategy also extends beyond the initial product launch. Kopi Kenangan later introduced the Purple Cloud Series and organized a HAECHAN Meet & Greet in Jakarta on October 12, 2026. The special package includes merchandise, Kopi Kenangan vouchers, and event access, turning the campaign into a larger consumer experience rather than a one-time endorsement.
Ultimately, Kopi Kenangan x HAECHAN demonstrates that modern marketing is not always about simply convincing consumers to buy a product. Sometimes, it is about creating a connection that makes consumers want to participate, share, and become part of the brand experience.Kopi Kenangan is no longer selling just coffee. In July 2026, the Indonesian coffee brand officially introduced NCT’s HAECHAN as its newest Brand Ambassador, bringing together coffee culture and the strong influence of K-pop fandom. To celebrate the collaboration, Kopi Kenangan launched its “A Sip of Sunshine” series, featuring Korean Banana Latte, Banana Americano, and Banana Choco.
The collaboration reflects how brands are increasingly looking beyond traditional advertising. Instead of simply promoting a product, Kopi Kenangan connects its brand with HAECHAN’s image, personality, and fan community. HAECHAN represents the cheerful and positive image that Kopi Kenangan wants to communicate to its customers, creating an emotional connection beyond the product itself.
What Makes the Collaboration Attractive
Fandom as a Marketing Community
One of the biggest strengths of this collaboration is the strong community behind HAECHAN. K-pop fandoms are highly active on social media and often share their experiences, purchases, and collections online. This allows fans to become part of the marketing process themselves.
Instead of relying only on advertisements from the brand, fans can create their own content through photos, videos, reviews, and posts about the collaboration. This creates organic exposure and allows the campaign to spread naturally among consumers.
Turning Products Into Collectibles
Kopi Kenangan also makes the collaboration more than just a menu launch. Throughout the campaign, customers could receive special merchandise such as cup sleeves, photo strips, stickers, postcards, and photocards through selected purchase bundles. Some of these offers were also available in limited quantities.
This creates an additional reason for fans to purchase the products. The drink becomes more than something to consume; it becomes part of the experience of supporting their favorite artist.
Emotional Connection Through Celebrity Marketing
Celebrity collaborations can help brands build an emotional connection with consumers. In this case, HAECHAN is not only used as a recognizable face for Kopi Kenangan, but also becomes part of the story behind the campaign.
By connecting HAECHAN with the idea of “A Sip of Sunshine,” Kopi Kenangan associates the campaign with positive emotions such as happiness, warmth, and excitement. This makes the product feel more personal and memorable to fans.
Impact & Results
The Kopi Kenangan x HAECHAN collaboration shows how fandom can become a powerful marketing tool. The campaign combines a popular celebrity, limited-edition products, social media engagement, and collectible merchandise to create an experience that encourages consumers to participate.
The strategy also extends beyond the initial product launch. Kopi Kenangan later introduced the Purple Cloud Series and organized a HAECHAN Meet & Greet in Jakarta on October 12, 2026. The special package includes merchandise, Kopi Kenangan vouchers, and event access, turning the campaign into a larger consumer experience rather than a one-time endorsement.
Ultimately, Kopi Kenangan x HAECHAN demonstrates that modern marketing is not always about simply convincing consumers to buy a product. Sometimes, it is about creating a connection that makes consumers want to participate, share, and become part of the brand experience.
References
- https://kopikenangan.com/news/kopi-kenangan-tunjuk-ncts-haechan-sebagai-brand-ambassador-dan-luncurkan-seri-minuman-a-sip-of-sunshine
- https://kopikenangan.com/
- https://purplecloudkopikenangan.com/?utm_source
Written by Nayla Carissa Andrani, Management 2025, Marketing The 20th IMOTION